E.l.f. Cosmetics launches inspirational ‘Show Your(s)e.l.f.’ series

E.l.f. Cosmetics is launching a new uplifting and inspirational series that will feature stories from role models overcoming adversity to help bring more positivity, inclusivity and accessibility to the beauty industry.

To kick off the series, the beauty brand’s first video will include the story of Anastasia Pagonis, a 19-year-old blind Paralympic swimmer and world record holder who showcases how anything is possible in the face of the most challenging obstacles, the brand said.

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Pagonis lost her vision gradually, becoming blind at 14 years old due to a degenerative autoimmune disease. Since then, she has turned to social media to help herself deal with her circumstances.

She’s documented her battle with depression and bullying after losing her eyesight and has used swimming and her guide dog to help guide her through the situations. In addition, she tapped into her love of makeup on social media.

“I noticed that it also started helping other people and that was amazing, so I kept going,” Pagonis said. “It took me a long time to adjust to who I am and to my blindness. But now I love to embrace it and share my dark humor and my blind girl moments, because that's what makes me, me.”

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E.l.f. also announced that it is donating $75,000 to one of Pagonis’ favorite organizations, “The Hidden Opponent,” which raises awareness for student-athlete mental health.

“E.l.f. doesn’t just talk about impacting change, we make change happen. Anastasia makes us better humans, and we hope her story will inspire others,” said Kory Marchisotto, chief marketing officer at e.l.f. Beauty. “Her profound impact on us inspired us to think differently. We are proud that Anastasia will help guide us on the journey as we work to make our cosmetics and skin care accessible for every eye, lip, face and skin concern.”